Potato Crisp Manufacturer Tyrrells Expands Into Australia And Asia Pacific Market

Wednesday, June 29th, 2016 | 894 Views

Tyrrells, the UK food manufacturing company, has unveiled plans to expand its brand into the Australia and Asia Pacific markets, less than a year after the company invested in Yarra Valley Snack Foods.

The latter, which is based in Melbourne’s eastern suburbs in Victoria, also produces its own line of natural, organic and gluten-free snack foods. It started in 1988 and was certified organic in 2006.

Tyrrells will use a new site in Melbourne, Victoria, as a platform to grow the brand. This move follows Tyrrells’ acquisition of Yarra Valley Snack Foods in August last year, a first outside the UK for the company.

CEO David Milner announced that the new factory would replace the Herefordshire factory in the UK as the manufacturing site for all Asian exports by 2017. “Crisps are a bulky item that are expensive to ship relative to their value, so the proximity of Australia to Asia is one advantage of manufacturing here, as is the marketing value of the ‘Made in Australia’ label Tyrrells will be able to display,” Mr Milner said to the Financial Review.

He also explained the rationale behind building its Australian operation from Melbourne’s outer east: “Quality is at the very heart of everything we do and we found that there was nowhere else able to match, in terms of what was available to us, the Yarra Valley region in Victoria. Victoria is a very straightforward place to do business and that helped inform the decision making process for us, having our headquarters on the other side of the globe.”

The decision provides opportunity to accelerate the growth of the snacks supplier, whose line of products include potato chips, vegetable crisps, premium popcorn, rice crackers, tortillas and organic crisps and snacks.

UK sales of Tyrrells crisps grew 17 percent last year, and business sales are expected to reach £230 million (US$330 million) this year.